The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri
Abstract
:1. Introduction
2. Literature Review
2.1. Destination Image and Its Effects on Decision-Making
2.2. Formation Agents of Destination Image
2.3. Tie Strength
2.4. Positive and Negative Word-of-Mouth
2.5. Characteristics of Electronic Word-of-Mouth
2.6. Types of Electronic Word-of-Mouth
2.7. Electronic Word-of-Mouth-Seeking Behavior
2.8. Social Ties and Personal and Commercial Word-of-Mouth
2.9. Positive and Negative Electronic Word-of-Mouth
3. Methods
3.1. Sample
3.2. Survey Instrument
3.3. Data Collection and Analysis
4. Results
4.1. Factor and Reliability Analysis
4.2. Hypothesis Testing
5. Discussion and Implications
5.1. Managrial Implications
- (1)
- Conduct inventory of positive and negative WOM messages and categorize them by levels of satisfaction or dissatisfaction.
- (2)
- Evaluate positive and negative WOM trends by analyzing WOM dimensions such as consensus, distinctiveness, and consistency.
- (3)
- Evaluate reviewers’ travel expertise and socio-demographic characteristics.
- (4)
- Utilize statistical analysis to examine the overall destination image and factors affecting destination image to the greatest extend.
- (5)
- Set goals and objectives to reduce negative destination image.
- (6)
- Examine alternatives to reduce negative destination image.
- (7)
- Select preferred alternatives.
- (8)
- Develop implementation strategy.
- (9)
- Implement.
- (10)
- Evaluate.
5.2. Limitations and Recommendations for Future Research
Author Contributions
Conflicts of Interest
References
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Demographics | N | % |
---|---|---|
Gender | ||
Female | 631 | 64.7 |
Male | 345 | 35.3 |
Age | ||
Over 61 | 303 | 31.0 |
51–60 | 266 | 27.3 |
36–50 | 292 | 29.9 |
22–35 | 100 | 10.2 |
Under 21 | 15 | 1.5 |
Education | ||
Elementary and Junior | 2 | 0.2 |
High School | 311 | 31.9 |
2-year college | 253 | 25.9 |
4-year college | 275 | 28.2 |
Master’s degree | 115 | 11.8 |
Doctorate Degree | 20 | 2.0 |
Income | ||
Under $24,999 | 59 | 6.0 |
$25,000–$49,000 | 237 | 24.3 |
$50,000–$74,999 | 318 | 32.6 |
$75,000–$99,999 | 199 | 20.4 |
$100,000 and above | 163 | 16.7 |
Items | Loadings | Communality | ||
---|---|---|---|---|
1 | 2 | 3 | ||
Traditional WOM Perceptions | ||||
I feel more comfortable travelling when I have gotten opinions from people I know face-to-face. | 0.889 | 0.825 | ||
When I consider travelling, I ask other people face-to-face for opinions and advice. | 0.861 | 0.790 | ||
Face-to-face communication with people I know influences my choice of travel. | 0.808 | 0.752 | ||
Personal eWOM Perceptions | ||||
I feel more comfortable travelling when I have gotten opinions from people I know electronically. | 0.870 | 0.856 | ||
Electronic communication with people I know influences my choice of travel. | 0.810 | 0.814 | ||
When I consider traveling, I ask people I know to give me advice via electronic tools such as e-mails, instant messaging, etc. | 0.804 | 0.742 | ||
Commercial eWOM Perceptions | ||||
I feel more comfortable travelling when I have gotten other people’s online travel opinions. | 0.857 | 0.834 | ||
When I consider traveling, I seek opinions and advice online from commercial and independent sources. | 0.843 | 0.722 | ||
Online opinions influence my choice of travel. | 0.834 | 0.787 | ||
Total | ||||
Chronbach’s Alpha | 0.860 | 0.880 | 0.853 | 0.869 |
KMO | 0.830 | |||
Bartlett | 6287.937 | |||
Significance | 0.001 |
Independent Variable | R² | Adjusted R² | F | Sig. | Beta | T | Sig. | VIF |
---|---|---|---|---|---|---|---|---|
0.167 | 0.165 | 64.136 | 0.000 | |||||
(Constant) | 3.68 | 18.85 | 0.000 ** | |||||
Traditional WOM Perception | 0.330 | 9.38 | 0.000 ** | 1.31 | ||||
Personal e-WOM Perception | 0.080 | 2.08 | 0.038 * | 1.70 | ||||
Commercial e-WOM Perception | 0.100 | 2.78 | 0.006 * | 1.41 |
Condition | Independent Variable | Beta | 95% Confidence Interval | |
---|---|---|---|---|
Lower Bound | Upper Bound | |||
Bootstrap | ||||
(Constant) | −0.002 | −0.060 | 0.050 | |
Traditional WOM Perception | 0.320 | 0.230 | 0.410 | |
Personal eWOM Perception | 0.080 | −0.010 | 0.170 | |
Commercial eWOM Perception | 0.010 | 0.020 | 0.180 |
Source | Mean | Std.Dev. | df | MS | F | p |
---|---|---|---|---|---|---|
Positive Traditional WOM | 4.74 | 0.84 | 4 | 6.36 | 9.32 | 0.000 ** |
Positive eWOM | 4.42 | 0.93 | 5 | 4.09 | 4.76 | 0.000 ** |
Negative Traditional WOM | 2.82 | 1.05 | 5 | 4.39 | 4.01 | 0.001 * |
Negative eWOM | 3.06 | 1.14 | 5 | 6.96 | 5.52 | 0.000 ** |
Independent Variable | R | R² | F | p-Value | Beta | T-Value | p-Value |
---|---|---|---|---|---|---|---|
0.17 | 0.03 | 6.73 | 0.000 ** | ||||
Constant | 5.99 | ||||||
Positive Traditional WOM Perception | 0.13 | 2.62 | 0.01 * | ||||
Positive eWOM Perception | −0.01 | −0.11 | 0.91 | ||||
Negative eWOM Perception | −0.09 | −1.68 | 0.09 | ||||
Negative traditional WOM Perception | 0.01 | 0.24 | 0.80 |
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Share and Cite
Ishida, K.; Slevitch, L.; Siamionava, K. The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri. Adm. Sci. 2016, 6, 12. https://doi.org/10.3390/admsci6040012
Ishida K, Slevitch L, Siamionava K. The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri. Administrative Sciences. 2016; 6(4):12. https://doi.org/10.3390/admsci6040012
Chicago/Turabian StyleIshida, Koji, Lisa Slevitch, and Katia Siamionava. 2016. "The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri" Administrative Sciences 6, no. 4: 12. https://doi.org/10.3390/admsci6040012
APA StyleIshida, K., Slevitch, L., & Siamionava, K. (2016). The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri. Administrative Sciences, 6(4), 12. https://doi.org/10.3390/admsci6040012